To be able to smell isn’t random. Our olfactory sense is linked to our limbic system, the part of our brain where emotions are also stored. If you like someone’s smell, you like them. Whoever stirs positive feelings seems friendly. And that is exactly what marketing departments are making use of more frequently by giving their products a very distinct signature: a pleasant smell. This is an advantage particularly for stationary retail as it comes under pressure from online shopping. It can be a nose length ahead of the neutral smelling internet.

Being reserved is the key, even at the POS. Here, discreet scents that are only mildly perceived dominate. Their source remains completely unidentifiable. Customers who have to fight through a cloud of smells will no longer (be able to) focus on the product. The subtle dissemination of scent must take place dryly through the ventilation or a special device. Unnoticeable but effective. Whereby the real art of scent marketing is in finding the exactly right fragrance note. Especially since the olfactory sense are linked to emotion, there is nothing that will smell good for everyone. What makes Customer A tremble with joy because it reminds him of a summer day, Customer B can’t even get near his nose because it has the same ingredients as his ex-girlfriend’s perfume. But there is general rule: Lemon scents enliven, lavender calms. And: When a delicate nose discovers mango or papaya, it is supposed to stimulate a desire to eat or buy – turning the POS into an island of sales.